(4) A constant reminder that their product is better than anyone else's must be hammered into the customer's mind. The most effective way of making sure that the message is sent home is multiple exposure of the product by the way of guerilla marketing. Pepsi-Cola is a prime example of a company utilizing guerilla warfare effectively.
In one of the most expensive guerilla attacks yet in the cola wars, Pepsi-Cola Co. paid nearly $30 million to Texas Stadium, home of the National Football League team Dallas Cowboys, to oust Coca-Cola from Dallas. The 10-year agreement made in 1995 gave Pepsi exclusive soft-drink rights and broadcast and promotional rights in the stadium. This marked the start of Pepsi-Cola attempt to gain presence in the major professional sporting events traditionally dominated by Coca-Cola. Another move shows how Pepsi is attempting move in on pro sports; the company paid an estimated $68 million to rename the National Basketball Association's Denver Nugget's new arena to the Pepsi Center. (8) This tactic was made in hopes that nationally televised games would give the Pepsi-Cola Company hours of constant exposure time and also to link their beverages to professional sports and athletes.
The battle for exclusive deals makes a 180 turn from athletes by aiming at the academic world. College campuses of America, taking the precedence set by Pennsylvania State University, are selling exclusive soft drink rights to Pepsi-Cola and Coca-Cola. Penn State University's 12-year, $14 million contract with Pepsi was the first time lavish cash incentives and commissions were given by either two industrial powers to an academic establishment. This duel for campus supremacy has leaked from large division I universities to mid-sized universities and even community colleges. By 1997, Coke had 60 beverage contracts with universities around the United States while Pepsi controlled 62.
